Wine tourism on the rise: more Italians visiting wineries directly

Wine tourism on the rise: more Italians visiting wineries directly

At a Milan event, researcher Roberta Garibaldi, professor and president of the Italian Food and Wine Tourism Association, presented findings confirming wine tourism as one of the most dynamic segments in the wine sector. The study highlights a clear increase in demand for direct visits to producers, with cultural and economic benefits for wine regions across Italy.

• Participation: around 18 million Italians involved in 2026, an increase of 4.5 million compared to 2024.
• Trend: interest in on-site visits has grown from the 60% level recorded in 2021.
• Impact: greater promotion of local products, opportunities for small businesses, and enhanced cultural valorisation of territories.

Visitor tips: book in advance, opt for guided tastings to learn about production methods and food pairings, and choose routes that highlight landscape and local traditions.

The rise in wine tourism offers a chance to strengthen Italy's food-and-wine cultural offer and promote more experiential, sustainable tourism in wine-producing areas.